Heineken Light, the “Best Tasting Low Calorie Lager” winner at the 2013 World Beer Championships, announced this week the launch of its “Best Tasting Light” campaign featuring three-time Emmy award winner and Tony award winner and host, Neil Patrick Harris. Heineken will partner with Harris to introduce consumers to the reformulated Heineken Light and creatively bring the “Best Tasting Light Beer” award to life. The campaign breaks in early spring.
The reformulated Heineken Light recipe still contains just 99 calories but now features the addition of cascade hops, commonly used in IPAs to create a fuller flavor, crisper aftertaste and a clean finish. Industry research revealed that 40% of 21-27 years olds prefer a fuller flavored light beer [Consumer Edge Insights’ Beverage DemandTracker]. To meet consumer demand, Heineken leveraged its more than 150 years of brewing expertise to enhance the flavor of Heineken Light.
The Heineken Light creative will feature a new TV commercial starring Neil Patrick Harris and will celebrate the “Best Tasting Light Beer” award, extending online through a series of digital videos and behind the scenes content that will be available at BestTastingLight.com this spring. The campaign is a product announcement for the Best Tasting Light Beer.
Heineken worked closely with Neil Patrick Harris to embrace the creatives of the new campaign and to develop clever and humorous ways to bring the taste experience to life on TV.